Sales Training Guide Four Steps to Increased Sales Follow the HAND for Happy Customers Every Process Works Better with a Structure

An NBDA Publication

20092009 SalesSales TTrainingraining GuideGuide && IndustryIndustryIndustry DirectoryDirectorDirectoryy In This Issue Learn HAND and Boost Sales 4 Top Tips for Selling . . . Apparel 6 Commuter Bikes 8 Mountain Bikes 10 Road Bikes 12 BMX 14 Books 16 Cable and Housing 18 Coffee 20 Cycle Computers 22 Headsets 24 Lights 26 Locks 28 Lube 30 Tips on How to Use A POS System 32 Top Tips for Selling . . . Racks 34 Saddles 36 Suspension Seatposts 38 Tires 40 Trailers 42 Trainers 44 Video Cameras 46 Cynthias Twigs Wheels 48 European Market Baskets Give Your Customers What They Want Marty Caivano shot our cover photo and the image below at University Bikes in Boulder, Colorado. •Fantastic for all your groceries or your favorite dog •Heavy duty willow construction woven around plastic-clad steel wire •Complete line of bicycle baskets and accessories available •Back Rack baskets available for heavier loads •Wholesale and retail

Providing bike baskets to the industry for over 17 years

Toll Free 888-404-1444 www.cynthiastwigs.com Photo by Marty Caivano 3 Sales Training Guide Four Steps to Increased Sales Follow the HAND for Happy Customers Every process works better with a structure. The process of selling is no exception. With structure, it’s much easier to move from the greeting to the close, especially if you are interrupted. It’s better for you and for the customer. Part of great service is meeting each customer’s needs in the shortest time. Follow the HAND process. You’ll sell more and have happier customers. Photo by Marty Caivano The HAND Sales Process ✔ H = Hi, hello, how are ya? ✔ N = Narrow the choices The ice-breaker. What you say is not as important Now use your expertise to make their choice easier. as how you say it. Non-enthusiast customers are a bit Rather than showing every option, your job is to use intimidated walking into your store. Make them feel what you’ve learned in Step A to narrow their choices right at home with a friendly, enthusiastic greeting. to two, or at most, three. Ask them about their bike rides, chat about the When you present the product, start with the most weather, whatever. This leads to the key question: expensive one first. Then explain what you lose when “What brings you into the store today?” you spend less. Assume they want the good stuff. That’s why they’re in your store instead of Mass Mart. ✔ A = Ask questions ✔ D = Direct the sale Asking the right questions for each product category works in two ways. First, it gives you all the informa- You need to let the customer make the final choice, tion you will need to narrow the product choices you with your guidance. “So we’ve got two great choices, will present. Second, it makes the customer feel impor- either of these would be great for you.” Let them tant in the process. Start showing product without a respond. “Which one do you like better?” Wait. thorough analysis of their needs, and they will feel like Once they express a preference, ask “Would you like they’re getting a “cookie cutter” solution. to get it today?” If they don’t have a preference, ask So ask at least three easy-to-answer questions. them why. You may need to back up a step if you’re on “What do you have now?” not “What do you want the wrong track. next?” You’re the expert; they came to you for advice. Bottom line: Customers come to your store because they appreciate the difference between quality and junk. So show them quality, explain the value and gracefully help them buy it.

For more information go to: www.growthcycle.net 4 5 Sales Training Guide Category: Technical Bike Wear Apparel Oﬀ ers High Margins, Fast Turns How will selling technical bike wear increase your business? The margin on clothing is higher than the margin on bikes. Buy one less bike and make an additional $1,500 on the same investment! The rapid turnover of Bike Clothing clothing creates a consis- MSRP $10,000 $10,000 tent cash flow for your Margin 35% 50% shop. Consumers always Profit $3,500 $5,000 need new clothing for the changing seasons. Top Tips for Selling Technical Bike Wear

✔ Cycling clothing is a great “up-sell” business for any ✔ Display easy-to-sell products, like gloves and hats, bike shop. Every cyclist needs the proper attire (pants, jer- close to the register for an easy up-sell. seys, jackets, gloves). And the category creates additional, profitable sales. If you sell a helmet in the winter time, sell ✔ Create a front-of-store presentation on a wall. a helmet cap. If you sell shoes during the rainy season, sell Consumers like to see their options and what they can purchase. shoe covers. ✔ Knowing your customer helps fit your garment collec- ✔ Ensure your garments stay clean by keeping them tion to their needs and wants. Ask these questions: “Are away from the repair shop. you more of a road rider, off-road rider or a commuter?” “What’s your performance level? How often are you on the ✔ Avoid overfilled racks. bike? Do you compete?” ✔ Show garment families or color concepts within a ✔ Create an attractive and exciting window display. For product line. This shows consumers how they can com- example, a mountain bike with an off-road style jacket, bine garments. pants and gloves. ✔ Use vendor partner-supplied POP fixtures. ✔ Change your window display often to keep consumers Consumers like to see recognizable brand names. intrigued and interested in what is coming next. ✔ Avoid carrying too many clothing brands. Provide a ✔ A nice window display helps create a complete concept sample of “good, better, best” for specific riders. for the consumer. Reinforce what they saw in the window within the shop. This helps the consumer feel connected ✔ Every shop that carries clothing needs a fitting room and inspired to purchase the garments. with a mirror. Consumers, especially women, like to try on garments to determine fit and comfort. ✔ Don’t hide your garment selection in the back of the store. The consumer comes into the store for the bikes ✔ Develop incentives for your staff to sell more clothing. and will search for them. Garment companies often offer incentive programs. For more information go to: www.gorebikewear.com 6 7 Sales Training Guide Category: Commuter Bikes Emphasize Durability and Comfort Features It’s abundantly clear that the industry’s current growth area is hybrids, urban bikes, or whatever you call bikes designed for transportation, commuting and utility cycling. The beauty of commuter sales is two-fold: It brings new people into your store and creates opportunities for more accessory sales. Give these newbies your best care and they’ll be loyal customers!

Top Tips for Selling Commuter Bikes

✔ Commuter bikes are designed to fit a wide variety of ✔ Comfort is more important than speed. riders. When in doubt, help the rider sit more upright. Recommend front suspension models with lockout Customers should come back to buy other accessories, forks for their versatility and pothole-absorbing quali- not with concerns about improper fit. ties.

✔ Durability is more important than light weight ✔ Sell strength. Double-wall rims for durability and when you’re depending on the bike for transportation. puncture-resistant tires. Emphasize the lifetime frame Offer bikes that meet the most rigorous safety stan- warranty, customer support and mechanical abilities dards globally. your store offers.

✔ Don’t paint the customer into a corner. Cruisers are ✔ Sell security like locking quick releases to secure eye-catching, but hybrids have multiple function. Using wheels and seatpost. Remind them to budget for a them for commuting, fun and fitness gives maximum top-notch lock as well as the usual helmet, accessories bang for the buck. and clothing.

✔ If you meet price resistance, put the cost of their ✔ Outfit a floor model with all the accessories to new bike in terms of how many tanks of gas they will show them what’s available. Don’t forget a rack, pan- save. You can’t do this with road or mountain bikes! niers, fenders and lights. Stay away from flashy colors and bold logos that scream “come steal me!” ✔ As with all bikes, sell the frame first! A high-quality frame can be upgraded over the years and worn out ✔ Don’t fixate on a bike brand; sell your shop as a items can be replaced. A full complement of rack and brand. Few customers come in with strong brand pref- fender mountings are a must. erences, and the ones who do can be steered if you can show them greater value.

For more information go to: www. marinbikes.com 8 9 Sales Training Guide Category: Mountain Bikes Take Time to Build Customer Rapport Buying a new mountain bike should be a positive experience. The interaction between the consumer and retailer builds a relationship and creates loyalty for future purchases. A salesperson is able to direct, influence and facilitate. Ultimately, the consumer should make the final decision. Mountain or road bike? Fat or skinny tires? Now, with more than 13 sub-categories and multiple price points, selling a bike has become more challenging. Being knowledgeable about the category you are selling will give you an instant advantage with customers. Top Tips for Selling Mountain Bikes

✔ A mountain bike purchase is ✔ Do not overwhelm your custom- an investment of both time and ers with technology. Factors like color, money. Get to know your custom- saddle and a friend’s opinion are often ers and their specific needs; this overlooked and can go a lot further than will make the purchase an enjoy- tech talk. Remember, confused custom- able and memorable experience. ers don’t buy bikes.

✔ Ask questions that will be ✔ Consumers understand that more answered with an affirmative ‘yes.’ money will buy a better bike. In order to This tendency toward positivity move up in price, they need to envision will increase the likelihood of mak- how their riding will be enhanced with a ing the sale. Get them excited about their purchase. higher-end bike. Talk about more confident handling, surer cornering and quicker, more precise stopping, ✔ Learn about your customer. Ask plenty of questions. rather than dwelling on component spec. Remember that by coming to your store, your customer has illustrated that they value your opinion and are ✔ Promote the after-sale relationship between your looking for a quality product from a reputable dealer. store and the customer. Make sure they understand your commitment to them and the benefit they ✔ Introducing many sub-categories of mountain bikes receive by purchasing a bike from you. can confuse the customer and kill the sale. Ask where and how they ride, then talk in terms of “how much ✔ Follow up on your sales. Give customers a call to travel.” Next, suggest the category you think they need remind them that you are there to help. Ask them rather than trying to “educate” them about every one. about their riding and if everything is as they hoped. This may be a time to suggest some key accessories. ✔ Present suitable bikes in groups of three. Know that the customer will, more often than not, pick the medi- ✔ Be honest. Customers trust honesty and by telling an of the choices presented. the truth you may lose the occasional sale, but you will win the customer.

For more information go to: www. norco.com 10 11 Sales Training Guide Category: Road Bikes Fit Is Essential When Making the Sale Road bikes have been the major growth area for cycling since 2000. The appeal is clear: The racing scene is exciting, road bikes are our best fitness machine and so many riders have the need for speed!

Top Tips for Selling Road Bikes

✔ Discover the rider’s intentions and what they want be easily adjusted with the seatpost. Obviously, don’t from a road bike. Do they have Lance fever and have sell a bike that the customer is standing on tip-toes to Tour aspirations? Are they training for a local charity stand over it. Use reason. ride? Do they want it to commute quickly? How the bike is going to be used helps narrow down a wide vari- ✔ Reach to the handlebar is a far more important ety of bikes that are available. measure for a comfortable ride. Too stretched out or too bunched up are undesirable traits in a ride and ✔ Once you determine the usage, make sure you edu- there are only so many stem options available. The cate them on the different materials that are available. more comfortable someone is on the bike, the more Take the exact same parts and put them on a carbon, they’ll ride it. aluminum, steel or titanium bike and the ride experience will be completely different. ✔ Gears: Go back to what their intentions are. If they plan on racing, they’ll want to stick to an 18- to ✔ Weight and frame material: Everyone is looking for 20-speed race bike. If they are into a more casual ride, a lightweight bike and it’s possible to get such a bike touring or commuting, there are great bikes out there made from any of the big three materials. with gear ranges that will get 30 speeds, enough to get up that hill and move on the flats. ✔ Make sure you explain the differences in carbon, aluminum and steel. Get a feel for what ride charac- ✔ Color: Don’t laugh. As silly as it may sound with all teristics they’re looking for. Again, each rides different the technology that is out there, the appearance of a from the others. bike is very important. If it’s visually unappealing to the consumer, odds are they won’t ride it as much or ✔ Fitting a road bike: While stand-over clearance is even be interested in buying it. usually on the tip of the rider’s crotch, seat height can

For more information go to: www.avenir-raleigh.blogspot.com 12 13 Sales Training Guide Category: BMX Getting to Know Your Customer Is Key Selling BMX shouldn’t be alien territory. The BMX scene is huge, with a wide range of brands, functional bicycles and components, along with a diverse scene that’s easy to grasp. It might take some homework on the Web and steady communica- tion with your customers, but a friendly bike shop with a knowledgeable staff and stocked BMX section is something the BMX customer is sure to remember. Top Tips for Selling BMX

✔ BMX is not just for kids. Both dealers and consum- ✔ Diversify your stock. ers assume that 20-inch BMX bikes are “little kids’ Create a varied stock of BMX completes, frames, bikes,” but that couldn’t be further from the truth. forks, bars, components and soft goods, but don’t BMXers come in all shapes, sizes and ages. go overboard as BMX trends can change quickly.

✔ Know your customer. Get informed about the aver- ✔ Don’t forget softgoods. BMXers want to look the age BMX customer and their wants. Study the BMX part, so be sure to stock T-shirts, sweatshirts, jeans media, including Web sites, videos, magazines, event and footwear for your BMX crowd. Riders will never coverage and BMX message boards. say no to new T-shirts or shoes.

✔ Know your customer’s setup. BMX bikes and com- ✔ Offer sales specials. Stock price-point parts, ponents vary widely, from color to size to popular offer weekly shop specials on certain brands, pro- setup methods. Gauge what the riders in your area are vide tune-up deals and remember to never oversell doing and therefore what you should be stocking. your BMX customer.

✔ Respect your customer. You may not understand ✔ The tool rule: Provide a station where a BMX where they’re coming from, but the BMX customer is customer can come in and tighten up a loose chain. just another bike rider looking to have fun. This will only increase the number of potential BMX customers visiting the shop. ✔ Create a shop scene. If you’re aspiring to sell BMX, create a BMX-friendly atmosphere. Play some BMX ✔ Promote unity. BMXers don’t always fit in with DVDs, hang some banners, create a shop scene that mountain bikers, road riders and messengers. By makes the average BMXer want to visit. welcoming them into your shop, you’re helping to promote respect and understanding among cyclists.

For more information go to: www. sidewalldistro.com 14 –Velo Press

Sales Training Guide Category: Books Make Sure to Stock Variety and Quantity Bicycle shops don’t just sell gear; they are also resources for knowledge. Books are a wonderful sales opportunity to help answer your customers’ questions about maintenance, training, skill building and cycling history. Books are also great accessories that can complement many bike-related purchases. Top Tips for Selling Books

✔ Commit to selling books. One or two books lying year-round. Make books part of your holiday promo- around the shop are nearly impossible to sell. Add a tions; they make great gifts and stocking stuffers. shelf and stock it with several copies each of titles that appeal to your customer base. Make the books “browse- ✔ Offer your local bicycle club a discount on books, able” to shoppers. and maximize your discount by purchasing by the case. ✔ Stay informed about new releases. Customers will be more interested in books that they haven’t seen for ✔ There are many levels of training books. Ask your sale elsewhere. customers about their training goals and recommend a book that meets their needs. ✔ If you’re discussing a book with a customer, pull it off the shelf and open it up to an illustration, photo or ✔ Books increase interest and excitement in cycling. chart. Get the customer engaged, just as you would do Make sure the range of books you sell complements with a bike. the full scope of your business: new riders, do-it-your- selfers, club racers, super-enthusiasts, touring riders ✔ Books are great add-ons to bike and component and history buffs. sales because they can improve the customer’s cycling experience. For example, you might recommend ✔ Just as with any other product, make sure your “Bicycling for Women” when you sell a women’s-spe- sales force is familiar with every book. If you don’t cific bike or suggest “Training and Racing with a Power have time to read the book, read the description on Meter” to a customer investing in an SRM or PowerTap. the back and the table of contents. Books make smarter, more satisfied customers. ✔ The reputation of an author can help sell a book. ✔ Books sell seasonally. Sell training books in the win- Lennard Zinn, for example, is author of several main- ter and spring, Tour de France books in the summer, tenance books and writes for VeloNews, a magazine coffee-table books in the fall, and maintenance books that many bike-shop customers read.

For more information go to: www.velopress.com 16 Sales Training Guide Category: Cable and Housing

Easy Upgrade Improves Rider’s Experience Cables are a necessary part of today’s bicycles for both shifting and braking systems. Upgrades from OEM cable systems provide solutions to the age-old problems of contamination, drag and cable stretch. These are issues which affect shifting and braking performance as well as your customer’s experience. Top-notch cables and matching housings are engineered to provide the smoothest, lowest friction, most reliable ride. Top Tips for Selling Cable and Housing

✔ Sell low friction. Low friction equals smoother, ✔ Sell cable systems that are compatible with SRAM, faster, more precise shifting and predictable, effortless Shimano and Campagnolo systems. Bikes equipped braking. Low-friction cable coatings will improve the with top-brand component groups will perform even shifting and braking performance of even the highest- better! Some brands are also available in extra-long end bikes. lengths for tandem bikes, triathlon bikes, time-trial bikes and full-suspension bikes with continuous cable ✔ Sell low maintenance. This means lower cost over housing. time. Sealed cable systems reduce maintenance and replacement of cables by preventing dirt, mud, water, ✔ Sell high-quality systems. Serious riders who pur- dust and other contaminants from touching the cables. chase high-end bikes are always looking for the best This is especially important for off-road riding and accessories available. Cyclists who purchase all types commuting. of high-end bikes need to know they can upgrade to a better cable system than the standard cables that ✔ A pre-stretched cable also equals less cable stretch, come equipped on their bikes. which means less adjustment is required and the bike will spend less time in the shop for shifter or brake ✔ Mechanics/salespeople: Try them for yourselves. adjustments and tuning. Put them on your own bike and try them for a month. You’ll be sold and you can more effectively ✔ Sell cable systems for all riding conditions. Sealed sell the value to the customer. When your shop can systems keep out contaminants like mud, water, sand, stand behind a product and recommend it, you’ll have dirt, snow, salt and dust. This allows cables to operate more satisfied customers! smoothly in all types of weather and riding conditions. Mountain bikers, commuters and cyclocross racers benefit most, but road cyclists who race in the rain will also benefit.

For more information go to: www.gore.com 18 Sales Training Guide Category: Coffee Brewing Up a Hot New Proﬁ t Center

Don’t think you could sell coffee? Several brands now cater to bike shops, and hundreds of stores are in the java business. It gives your customers another reason to visit your store. They would rather support you than Safeway! And it gets you and your staff a lower-cost supply of your favorite beans. Top Tips for Selling Java

James Frinak of Mock Orange Bikes in ✔ Be able to sup- Winston-Salem, North Carolina, offers these ply a sample. Airpot or suggestions: espresso machine for an Americano. ✔ Buy good coffee. ✔ It also helps if you’re ✔ Work with a local artist to design labels that are con- a coffee addict. Just like anything else, you need to sistent with your branding. believe in the product that you are selling.

✔ Place the coffee close to the register. Mark Ritz, general manager and roaster of Kinetic Koffee, adds his two cents: ✔ Brew some coffee. Coffee smell sells coffee. ✔ Keep it clean! Dirty brewers and carafes will taint ✔ If someone is hounding you for a discount, give them the coffee. And the coffee area should be kept clean and a bag of coffee instead. They’ll be back for more. tidy, just like your dressing room.

Susan and Ed Renfro of Bad Beaver Bikes in ✔ Know the story of the coffee. Just as with any other Butte, Montana, serve up these tips: product in the store, customers will want to know why you’re carrying this product. If it’s organic or fair trade, ✔ People do not expect to find coffee beans in a bike let the customer know! shop, so set up a display that is easily seen. ✔ Many shops have a waiting area for repairs. Keep ✔ Stock a nice selection. Make sure people know it’s some coffee in this area, with signage suggesting that freshly roasted for your store and keep shelves full of they take some home. product. One lonely bag doesn’t sell. ✔ If you have room group complementary products ✔ Put a bag of each roast right by the cash register with together, such as coffee beans with mugs or presses. your logo sign and a travel mug next to it. A lot of folks miss the floor display.

For more information go to: www.kinetic-koffee.com 20 Sales Training Guide Category: Computers Small Add-On Packs Functions and Proﬁ ts Bicycle speedometers are one of the easiest add-on sales. They are small, affordable and profitable. Anyone who rides a bike can benefit from the information they provide and have more fun on every ride! Top Tips for Selling Computers

✔ Suggest the sale. Rather than asking, “Do you • Battery life: need a computer for your bike?” tell customers, “A Typically only one bat- bike speedometer will tell you how far you’ve ridden tery that lasts 2-3 years and when you need to bring your bike in for your first • Weight: Wired tuneup.” computers are lighter due to less hardware

✔ POP displays and hangtags: Many computer manu- ✔ But wireless also offers some perks. facturers offer “demo box” displays that allow consum- • Wireless computers will increase your average sell- ers to touch and operate computers without having ing price. to open each package. When consumers interact with • A clean look: No wires to wrap or hide. product, they are more likely to buy it! • Fast installation • Higher-end technology is exciting (heart rate, alti- ✔ Match your customer with the appropriate comput- tude, GPS) er. For children and entry level cyclists, keep it simple. Offer a model with 4-5 functions, 0-1 buttons and large ✔ Offer to install the computer! It’s a sure way to digits that costs less than $25. For an average cyclist sell more. Some shops build the installation cost into average speed is one of the most requested functions. the selling price or charge a flat fee. It’s a convenience This is found in most wired and wireless computers to your customer and you make more money. that cost $30 and up. Enthusiasts provide a chance to ✔ up-sell additional functions like cadence, heart rate, Inventory management: Bicycle computers should altitude, power and GPS. These models will cost $30 be handled just as carefully as food when it comes and up. to merchandising and rotating inventory. Because computers have batteries in them, they have a shelf ✔ Wired vs. wireless: Wired computers have several life. When new stock comes in, make sure that the old advantages. stock is in front. • Cost: A wired computer costs less. ✔ • No interference Wheel size made easy: Glue a tape measure to the • Accuracy: Speed and distance readings are spot-on floor for easy roll-out method measurements. with real-time information

For more information go to: www.sigma-rox.com 22 Sales Training Guide Category: Headsets Tap Into Lucrative but Overlooked Part The headset is the smallest surface area on a bicycle, but it absorbs the most shock. Yet this critical component is often overlooked. Riders are unaware of differences in design (thread- ed or threadless), bearing and interface quality, head tube sizes and standards, and weight, finish and colors. Here are some ways you can help customers make the best decision about their headset. Top Tips for Selling Headsets

✔ Educate your customers. Don’t wait for them to ask. ✔ Take advantage of the “bling” factor. Once just a Inexpensive headsets ridden hard need constant adjust- boring component, headsets now come in an array of ment and regular replacement. Headsets built to high shapes, colors and finishes. With riders looking for standards will maintain their alignment and perfor- more ways to personalize their bikes, why not offer mance and can add to the precision and enjoyment of another piece of jewelry to help them stand out? your customer’s experience. ✔ Sell the value of quality. A high-quality headset ✔ Headsets are an untapped sales category for most will last a long time. In fact, more expensive models shops. Identify opportunities to upgrade. Bike builds, should last forever. You can remind customers that fork installations, early-season maintenance, cabin- they can also carry over high-performance headsets fever rebuilds and repairs are all opportunities to pres- to future frame upgrades. ent headset alternatives. Take the time to understand your customer and suggest appropriate upgrades. ✔ Make your life easier. Streamline shop opera- tions by carrying headset lines that offer different ✔ Keep headsets in stock. Your store’s headset inven- models within each standard. With some manufactur- tory should include “good, better, best” options for each ers, parts are interchangeable throughout the entire head tube standard (classic, semi-integrated, integrat- product family, making repairs and inventory control ed). Instant gratification is important for customers. easier. Brand continuity also helps better define the You’ll help them and your bottom line if you can meet upgrade path for customers. their needs when they are ready to buy. ✔ Promote headset servicing. Moving parts require ✔ Understand the importance of merchandising. maintenance. Headsets are often the source of steer- Headsets are more than a repair part. In order to effec- ing play, stickiness or noise, symptoms that can also tively capitalize on upgrade opportunities, you need to be a precursor to front-end malfunction. By offering get headsets out of the back room and into the display front-end inspections and tuneups, you can help cus- case. Customers should know (and see) that enticing tomers optimize and extend the performance of their headset options exist. headsets.

For more information go to: www.canecreek.com 24 Sales Training Guide Category: Lights Add-On Can Brighten the Bottom Line Lights are often overlooked as an add-on accessory sale. Sure, not everybody rides their bike at night, but for many cyclists lights play a vital role in their safety and enjoyment of the sport. For others, bike lights open up new opportunities, like longer rides or even 24-hour races. By accurately qualify- ing the customer, you can help them buy the proper light setup to enhance their cycling experience. Top 10 Tips for Selling Lights

✔ Make sure to ask your customer questions like: What ✔ Make the customer aware of the technological kind of bike do you have? How and where do you ride advances in the lighting category. They may own a light, it? Once you know these answers, you can explain how but new technology is brighter, lighter and longer-lasting lights can be beneficial to their style of riding, and show than what they already own. LED is the new HID. the right light for their activity. ✔ Promote versatility. A light designed for cycling can ✔ Many cyclists will tell you, “I don’t ride at night.” also prove useful for backpacking, hiking and cross-coun- That doesn’t mean they don’t need a light! Conditions try skiing. A light with multiple uses may justify a larger such as rain, fog or even sun glare can make a light a life- investment. saver. ✔ Shop rides are a great way to promote light sales. Do ✔ Classify lights as “to be seen” and “to see” to clarify a weekly night ride and allow customers to demo lights the function of the light. This also helps the customer before they buy. This gets the product on their bikes and justify the price tag. A range of $7 to $700 can be over- also gets them coming to your shop. whelming for most customers. ✔ Daylight savings is a great time to promote and sell ✔ Create an in-store lighting display to allow customers lights. Cool summer evenings are a perfect time to ride. to compare the brightness and test the functions of dif- Work and family obligations make night time the best ferent models. Customers can determine the true bright- time for many folks to ride. ness of the light and which one suits their needs. ✔ Local events help promote light sales. Participation ✔ Help the customer look at the whole picture when in 24-hour races, adventure races and endurance cycling choosing a light. Sure, output is important, but make events continues to grow. Get your shop involved so par- sure they also take burn time, charge time, mounting and ticipants know where to get lights. other features into account.

For more information go to: www.princetontec.com 26 Sales Training Guide Category: Locks Teach About the Importance of Security Every bicycle needs a lock. Bicycles left unattended and unsecured will be stolen, making the purchase of a lock a necessity. What other accessory fits that bill? Yet, many consumers purchasing a new bike leave the store without a lock. Studies show that bike theft has a negative impact on cycling participation. As more and more riders use their bikes around town, it’s just smart insurance to buy a good lock. Ten percent of the bike’s price will seem like a value if you sell it well. We asked some retailers for tips on how to sell locks. Here’s what we heard.

Top Tips for Selling Locks Martin at The Bike Connection offers these • Lock to sturdy, immovable objects that are securely tips: bolted down. If at the end of a bike rack, check to see that ✔ the ends are secure or cannot be easily defeated. Ask the right questions: “What kind of a bike do you • Lock the frame and at least one wheel (preferably two) have? What do you think it would cost to replace it? Where to the rack or object. This also prevents your bicycle from do you lock up?” If their answer includes locking a bike in falling over. a public place, also consider asking for how long they lock • Take with you lights, mirrors, bags, panniers and any- it up? How about at home? Is their bike ever out at night? thing else not securely fastened. Answers to these questions provide your foundation. • If you have a quick-release seatpost, remove it and take it with you or secure it to the frame with a cable. ✔ Now show the customer a high-end lock first. Remember • U-lock specific: Pick a U-lock that will give you just that 10 percent figure? That means every road bike buyer can enough room inside the shackle to lock your frame to a afford a U-lock. secure fixture to prevent prying or leverage attacks. Position the U-lock (or chain) so that it will be awkward for a thief to Jeff at Milford Bike adds his two cents: approach with tools. ✔ Recommend that they take a lock everywhere they go. So • Make sure your bicycle cannot be lifted over the object. think about multiple lock sales. A light, pocket-sized cable for • Avoid locking to materials that can be cut, like wire that road biker stopping for coffee. A front wheel cable with fencing, trees and wooden railings. every U-lock or a U-lock and cable combo set. • Out of courtesy, never lock to wheelchair ramps.

✔ Once you’ve made the sale, give your customer some Kurt at The Cycle Loft offers this tip: locking tips: • Always keep your bicycle locked to something station- ✔ Ask customers, “Where are you keeping your bike and ary, even in a garage or on a porch. how safe do you want to feel?” Once they answer that ques- • Look for a busy, well-lit place to lock up. tion, let them choose a lock.

For more information go to: www.OnGuardLock.com 28 Sales Training Guide Category: Lube Suggest Some Lube with Every Purchase

The big thing to remember about this category is that it’s a consumable. McDonald’s knows what they are doing when they ask, “You want fries with that burger?” Similarly, you should ask every customer at the register, “Need lube today?” It will often lead to a purchase or opportunities to discuss related products such as degreasers, chain cleaners, polish or bike wash. Top Tips for Selling Lube Sales Staff: ✔ Look at your customers’ bikes. If they’ve got a grindy, like fresh lube on clean parts to gooey mess of a chain, or a dried-out squealing chain, it’s maximize the benefits of a bike-spe- an easy sale! Appeal to every customer’s desire to go fast- cific lubricant. er, smoother and longer, and look great doing it. ✔ Show entry-level customers how to clean their chain ✔ Keep it simple. Pick a brand and focus. “This is what and apply lube. Many beginners are apprehensive about we use in the shop and recommend” is a statement that the process, and a quick hands-on, how-to session will turn will quickly move you past the “What’s the difference them into category buyers. between brands?” stage. Managers: ✔ Ask what the customer is using now. Are they happy? If they respond, “It collects too much dirt, too fast,” rec- ✔ 60 percent of lube is sold at the service register. Be sure ommend a dry lube or even a wax lube. If they respond, “It to keep a basket of lube there. Train employees to suggest, doesn’t last long enough,” suggest a wet lube. “Now that your bike is all tuned up, we recommend that you lube-up regularly. ✔ For casual cyclists or commuters, recommend a “one- step” product that cleans and lubes in one shot. These ✔ Program your POS computer to kick off a “need lube/ products deliver more than enough cleaning and lubing degreaser” reminder so employees ask, “How’s your bike action to give this customer what they want: simplicity running, everything smooth and quiet?” Customers will and ease. appreciate it. Everyone wants smooth shifting, easier ped- aling and a quiet ride. ✔ Suggest proper lubes for seasonal conditions: A wet lube for rainy, wet or muddy conditions; a dry lube for fair ✔ Display it right and lube will sell fast. A clean, full and weather or dry, dusty off-road riding; a wax lube for folks cohesive presentation stimulates self-serve purchasing. whose primary concern is cleanliness. Good displays are proven to be the most effective way to dramatically increase lubricant sales. ✔ If their parts are greasy and grimy, be sure to also suggest a degreaser or chain cleaning brush. There’s nothing

For more information go to: www.FinishLineUSA.com 30 Sales Training Guide Category: POS Systems Look for More Th an BasicFunctionality Most point-of-sale systems have similar basic functions: a sales program, a customer base and inventory control. Retailers should look for a POS system that offers more than just the “basic” functions. Using these basic functions as a salesperson makes your day-today business run more smoothly. As an owner, expanding beyond these basic functions is crucial for a successful future. Top Tips for Using POS Systems ✔ Your store depends on accurate information from special order pickups, repair completion and delin- the POS system. If you feel unsure about any of the quent accounts. functions or how to use them, don’t hesitate to ask your manager. ✔ Rich customer relations module: Reach customers via e-mail, sales flyers or phone messages, based on ✔ Retail is a constant series of distractions. Try to spending habits and customer interests. focus when you’re entering a transaction or other information in the POS system. Easier said than done, but ✔ Web presence: Do you have seamless integration when you’re in the middle of an entry, let someone else with your accounting package? Can you push your answer the phone. product to the Web, pull online orders and give your customers account access? ✔ Gathering customer data is a service to them as well ✔ as your store. They feel bonded to your store, so help EDI (Electronic Data Interchange): Eliminate data them out. Keep them informed about products and entry error and increase efficiency by sending electron- events by mail and e-mail to increase their loyalty. ic orders, receive invoices electronically, reverse phone lookup, consumer credit checking. Store Owners: Features to look for in a point-of-sale ✔ Reservation/rentals: Reserve product for future system rentals. Track rental income by product. ✔ Ability to set inventory reorder points based on ✔ Extended warranties: Generate recurring revenue sales history. Who has time to stay on top of sales by selling and maintaining in-house extended warran- trends manually for thousands of SKUs? ties. ✔ Repair and service module: Web site status tracking, ✔ Gift card/loyalty cards: Track loyalty points and gift automatic service reminders, track technician time and card balances automatically without third-party fees. performance. ✔ Automatically suggest add-on sale possibilities for ✔ Send automated phone/e-mail notification for your salespeople based on items entered into your invoice program. For more information go to: www.TriTechnicalSystems.com 32 Sales Training Guide Category: Car Racks Ask Questions Th en Suggest Options Car racks are one of the most overlooked accessories in a bicycle store. Many customers leave the store with a new bike or repair without a specific solution for transport. This can result in damage to the vehicle’s interior from lubricants and chainrings. The value of a rack: It frees up space in the vehicle and pro- tects the interior of the car. Top Tips for Selling Car Racks

✔ What style of bicycles will be carried? With so many and more price points and selection compared to frame and wheel sizes in the market, some racks may roof mounts. not accommodate all bicycles. Style of bike will dictate which rack style and attachment method will work best. ✔ Hitch racks offer a wide range of capacities and options. Receiver hitches can be installed on most ✔ What vehicle will be outfitted with a rack? vehicles. Hitch carriers are offered in two styles, Knowledge of the customer’s vehicle make, model and hanging and platform. The hanging style supports year will play a key role in a rack decision. Use the man- the frame of the bicycle, while platform carriers sup- ufacturer’s fit guide to help select the approved options. port the bicycle by the wheels.

✔ Learn more about the vehicle. Factory roof racks ✔ Trunk racks offer the most value because there’s may simplify or complicate the sale. Spoilers and no need to purchase a hitch or base rack system. ground effects could compromise rack fit. Receiver They are compact and easy to store, but lack the car- hitches open up a whole category of carrier options. rying capacity of a hitch mount.

✔ Capacity: Ask how many bikes they need to carry. ✔ Keep racks on display. Demonstrate the use of Help them think about situations that require them to the carrier and how the bicycles are installed and carry additional bikes. Buying additional capacity now secured. The customer will have more confidence in may save them money in the long run. the product if they are familiar with its function.

✔ Roof vs. rear mounts: Roof mounts offer a wide ✔ Accessorize: Some racks have additional options, range of carrying solutions in addition to bikes, such like locks and adaptors. These improve the features as kayaks and canoes. They are the most costly and and function of a carrier. Be sure to present acces- require lifting bikes and gear to the roof level. sories. They add value to your customer’s racking experience. ✔ Rear-of-car carriers offer a host of advantages, including better fuel economy, easier access to bicycles

For more information go to: www.saris.com 34 Sales Training Guide Category: Saddles Help Customers Deﬁ ne Th eir Comfort Zone Saddle selection, one of three contact points on the bike, may be the most subjective component of bike comfort. It’s crucial to get it right as it guarantees your customer will ride more. There are two general rider segments: The enthusiast/high-performance rider and the recreational rider. The sales approach is different; the saddles are different; the goals are similar: comfort! The biggest customer fear is investing with no comfort guarantee. Do you have a testing, exchange or return policy that allows your customer to find their perfect fit?

Top Tips for Selling Saddles

The enthusiast/high-performance cyclist: ✔ Ask what type and how much riding they intend to do. Typically, the longer they ride, the more they need ✔ Proper bike fit cannot be overemphasized. One a comfort saddle with extra support. This is counterin- adverse adjustment can make or break comfort. Start tuitive, so explain that a softer, cushier saddle causes by looking at their bike and saddle positioning. more problems after an hour or so. Upright or cruiser riders can use a more forgiving product, possibly with ✔ Ask what saddle they are currently using and why an elastomer or metal springs. they are shopping. This will help determine your customer’s concerns before you start offering options. ✔ Male vs. female: They want to know the saddle has been made just for them. After you qualify the custom- ✔ Ask about their riding style. Do they move around, er, suggest three gender-specific models (good, better, back and forth, or do they sit in one spot? The answer best). can help narrow the many shape choices: long/flat or dipped. ✔ Most recreational saddle lines offer an entry level through a premier model. Start with the premier prod- ✔ The most overlooked factor for the enthusiast is uct that fits the rider’s needs and highlight the features the short chamois. Cheap shorts or seams in the wrong and benefits. places can turn the perfect saddle into a dud. ✔ The premier model typically has the most features The recreational rider: compared to entry-level models, i.e., relief zone or channel; breathable, heat-reflecting or sweat-reduc- ✔ This customer should be easier to fit. Most want to ing cover material; and technical foam combinations. be educated and will listen. Recreational riders want The recreational customer will likely buy the premier you to help them define ‘comfort.’ product. Who wants to drop a feature that may offer additional comfort? ✔ This rider will arrive with their bike in tow. Check saddle setup and emphasize saddle positioning.

For more information go to: www.ﬁ zik.it 36 Sales Training Guide Category: Suspension Seatposts Simple Suspension in an Aﬀ ordable Package While they may be overshadowed by more elaborate suspension systems, suspension seatposts can be a highly effective upgrade for hardtail mountain bikes as well as road and urban applications. A good suspension seatpost will improve performance, comfort and overall ride quality. You can connect your customers with this upgrade by being aware of their riding styles and preferences and identifying opportunities where a suspension seatpost is a “good fit.” Top Tips for Selling Suspension Seatposts

✔ Be proactive. Customers may not know to ask about • Folding bikes: Small-wheel bikes with high-pres- suspension seatposts, so it’s up to you to educate them. sure tires will directly benefit from a suspension Let riders know suspension seatposts can offer an seatpost. attractive combination of bump-soaking performance, relative low weight, simplicity, affordability and adapt- ✔ Talk about relieving pain and discomfort. The ability. lower back and butt are particularly susceptible to bumps, amplifying the importance of rear suspen- ✔ Evaluate and discuss how a suspension seatpost can sion. This sensitivity is especially relevant to new improve their ride: riders and baby boomers. Don’t be afraid to offer a solution for their ailments. • MTB riders: The hardtail resurgence is real. Endurance, single-speed and 29er crowds are quickly ✔ Discuss and offer choices in seatpost technologies discovering that simple damping technology yields vast such as telescoping and parallel-linkage designs. As improvements to their ride. with any component, inferior products exist. Point • Road riders: Long, rough road rides become less your customers in the direction that suits them best. fatiguing and more comfortable. Suspension seatposts are also perfect for touring and “cause” riders who find ✔ Emphasize simplicity. Suspension seatposts are traditional saddle/post combos uncomfortable. easy to install, require little maintenance, fit a wide • Commuters: With all the attention on alternative variety of bicycles and most saddles, and can be eas- transportation, this sector is ripe for comfort-oriented ily transferred from bike to bike. upgrades. Suspension seatposts take the “chatter” out of city streets. If the commute is more comfortable, ✔ Encourage demos. Demos are the most effec- these new customers will stay on their bikes and regu- tive way of conveying the instant gratification and larly come into your shop. performance impression of a suspension seatpost. • Tandems: A happy stoker is essential to fun on a The proof is in the pudding—let customers feel (or tandem. A suspension seatpost can mean the difference not feel, as the case may be) the difference for them- between a beaten-up rear end and just a little bump selves. now and then. For more information go to: www.CaneCreek.com 38 Sales Training Guide Category: Tires Trim Down Options Based on Intended Use Tires are very simple in concept: Air chambers that suspend the rider on pneumatic springs, grip the ground and protect the rims from impact. It’s tire reality that’s complex. Different sizes, weights, tread patterns, TPI and colors. Your job is to ask good questions and simplify the choices to make the complicated options easy for customers to understand and buy. Then, give them some extra value-added information so they come back to you next time! Top Tips for Selling Tires ✔ Suggest the value of tires. Don’t wait for people increased durability, wider in front for mountain bikes to ask. Here’s a line to remember: “Tires are the No. 1 for increased traction. most cost-effective way to get improved performance and comfort.” ✔ Consider aesthetics and color. This may not be that important to you personally, but some customers ✔ Qualify each rider to learn where they fit in terms of love it. Know your inventory and offer the customer performance vs. value. Questions: “Tell me about your choices. bike? Where do you ride? How often do you ride? How ✔ far do you go on each ride?” Add value to justify their retail visit. Educate each rider on over- and under-inflation. Encourage regular ✔ Once you know about their riding, think about the inspection and encourage them to give each wheel a three variables: weight, durability and price. Pick two, quick spin before every ride. because you can rarely have all three. Categorize the ✔ customer before you present product. Road riders: Don’t over- or under-sell them; they will only be disappointed. Match the tire to the rider, ✔ Make it simple. Be organized and provide a good, the bike and the road surfaces. Super-light tires won’t better, best scenario with specific price points. “Here work on bad roads. are the three commuter tires you might consider.” Start ✔ with the highest-priced tire first. MTB riders: Match pattern and dimension with local conditions and rider/bike type. Use your experi- ✔ Discuss and offer variety in dimension. For example, ence to help justify their trip to the store; “I’m glad I a 25 road tire for improved all-around performance vs. bought them here.” the 23 they already have. ✔ Urban riders: Puncture protection is huge. ✔ Remember, front and rear don’t need to match! Commuters are the most sensitive to dealing with flats. Recommend wider tires in the rear for road bikes for When showing slicks, explain why tires don’t need tread. There’s not enough contact area to matter.

For more information go to: www.ContiBicycleTires.com 40 Sales Training Guide Category: Trailers Focus on Build, Resale Value to Tow in Sales Trailers are a multi-faceted, high-margin sale. They used to be just for carrying children, but now they’re used for hauling pets and cargo. They have bigger margins than bicycles and higher tickets than most other accessories. Best of all, they’re used by cyclists who want to take fewer car trips. Trailers have more positive eco-impact than anything else you sell. Go green! Sell more trailers!

Top Tips for Selling Trailers

✔ Find out what the potential trailer buyer plans to tilation. In a rainy area, they will need a carrier with a carry. Don’t just ask, “What will you carry?” Prompt durable weather cover. them with ideas: “Will you be carrying children, pets or cargo?” ✔ Who will be using it? Aluminum frames, quick- release wheels and conversion kits that easily change ✔ Now move on to the size of trailer they’ll need. Ask: without tools are selling points for moms on the go. “How many kids or how much cargo? Do you need a single or a double kid carrier?” ✔ The resale pitch: “Go on Craigslist and look at what these are selling for used. At least $200. So say you pay ✔ If they intend on hauling kids, ask them for their $400 and keep it for five years. That’s only $40 a year.” age. Some carriers are larger and can accommodate older kids. Younger babies may require additional acces- ✔ Are they asking about a less-expensive option like sories. a child seat? “Bike trailers offer a safer alternative to rear-mount seats because they are lower to the ground ✔ Next ask: “How will you be using it? Would you like and many stay upright even if the rider falls.” the option of a jogger or stroller?” Some carriers have multiple functions that allow for uses other than just a ✔ Depending on the desired use, know and inform bike trailer. them about features such as suspension, easy folding and child comfort to justify the cost. Study the brand’s ✔ Also find out where they will be using it. Some trail- catalog and Web site so you’re up to speed. ers have weather protection and control options. In hot climates, they will need a carrier that has a lot of ven-

For more information go to: www.ChariotCarriers.com 42 Sales Training Guide Category: Trainers Resistance, Stability and Portability Are Key The road bike boom has led to a trainer boom. When customers realize that spending 10 percent more on a trainer allows them to use their road bikes year-round, they buy one. But many new roadies don’t know trainers exist. Show them one when they buy their new bike, even if it’s May. Keep trainers prominently displayed near the road bikes. They’ll be back in October! Top Tips for Selling Trainers

✔ Ask good questions: What type of riding does your ✔ Show the customer how to install their bike on the customer do outside? Are they into general fitness, road trainer. It may take a little more time, but if they see events or triathlons? Get a picture of who they are as a it’s easy to do, they are more likely to buy. rider, then show them the top-end trainer they need. ✔ Don’t overlook stability. You don’t want the trainer ✔ Do they plan on sharing the trainer with other fam- to “walk around” while your customer stands up during ily members, kids or friends? If so, adjustability and a hard interval. A longer footprint is more stable. versatility will be important. Look for features like adjustable resistance to help satisfy this requirement. ✔ Also look for adjustability on the frame. Not all floors are even, so it’s good to have trainer feet/legs ✔ Trainers are often used and then put away for stor- that can accommodate all types of surfaces. This is a age. Compact size and overall portability are important good selling point if customers want to travel with the features to highlight. trainer.

✔ Trainers offer three types of resistance: wind, mag- ✔ If they’re going to travel with the trainer by air- netic and fluid. Wind trainers provide a very realistic plane or car, show them how small the trainers can get resistance, but are very noisy. Magnetic trainers are without disassembly. The less time you spend assem- quieter than wind, but don’t offer progressive or real- bling the trainer, the more time you have to ride. istic resistance. Fluid trainers offer the best of both worlds. ✔ Riding indoors can be boring. Don’t dodge the issue, address it and overcome it. Many trainers provide ✔ The weight of the flywheel is commonly used to DVDs to break up the monotony and provide excellent determine ride feel. Actually, both the resistance type training advice. and flywheel weight should be considered together. Offer a test ride and let the customer decide.

For more information go to: www.CycleOps.com 44 Sales Training Guide Category: Video Cameras Be Sure to Show Customers How it Works Selling action sports cameras is easier than you think. Show the customer what they want: a high-quality image, ease of use, light weight, durability and solid value. The ability to shoot video in the midst of sport is the key appeal for an action sports camera. Show how to attach the camera to a bike or helmet, then show all the options. Plus, it’s fun to show off your own local footage!